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Marketing Articles: Brand Management

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  • by Ted Mininni
    Just read an interesting article in Strategy + magazine. Rethinking the Value of by the Chairman and CEO of Manpower, Inc. (and a former senior VP of Strategy of the same company) makes some interesting (You'll need to sign up, but it's free and well worth your The opening premise ... more
  • by Alain Thys
    According to the Marketing Science Institute, there may be. They just published a working on how companies can encourage the diffusion and adoption of new products by creating positive buzz and avoiding negative I think this is a great idea. While word-of-mouth is one of the key drivers for any ... more
  • by Ted Page
    Computers are the campfires of today, around which we are all gathered. If you have a good story to tell there, people will listen. Here is a practical guide to creating brand-driven Web entertainment that marketers can use in their content-development efforts. The key is to have fun, experiment, and create ... more
  • by Eric Frenchman
    CMO of Widget - Okay, let's get the meeting started to discuss promoting the New Widget 100. First, let's go around the table and see how everyone is making progress. Traditional Gal, you go Trad - We have billion dollars to spend on TV commercials starting Tuesday night on Nascar, ... more
  • by William Arruda
    I just met with a prospective client who seemed to know everything about me -- everything I have written, everything I have said to reporters, every comment I have posted to She told me she Googles consultants before she decides if she wants to meet with I felt fortunate that ... more
  • by BL Ochman
    There's a lot of going on about whether bloggers should cut some now that they've finally started a (lame) . Frankly, Like , whose social media debut, Ford Bold , is pretty flaccid, Dell is wimping out on really joining the conversation. They both needed to hit the ground Here ... more
  • by Karl Long
    The most dangerous thing about social media for "big business" is that its influence is barely noticeable on traditional measurement Market share, mind share, recognition, recall... all measure the mass Would any big company recognize of their market-share disappearing? Should they really give a fuck about that paltry number, is ... more
  • by Jonathan Kranz
    The Boston Business recently ran an article on marketing that caught my Typically, when ad agency people talk about "integration," you can be sure it's a play to remain relevant in a marketing world in which traditional media purchases (i.e., how ad agencies make most of their money) are steadly ... more
  • by Mike Wagner
    She was pleasant, smiling, knowledgeable and about to let her company's brand I was standing in the lobby of my bank (when was the last time you were actually in a bank lobby?) and she was my teller. I was asking for a little consideration. I felt compelled to give ... more
  • by William Arruda
    You are probably very familiar with the concept of communications planning. Perhaps you manage the communications for your company. Now you need to take that same communications expertise and apply it to yourself. more
  • by Allen Weiss
    I just don't understand why people love the words "guru" and Whenever I see these words used by the business press, or more likely, on various Web sites, I always think of the warlocks in the HG Wells classic The Time , where a horn sounds and all these people ... more
  • by William Arruda
    I was reading in magazine that some of the world's strongest personal brands are lending their names to Madonna, Olivia Newton-John, Joe Montana, Francis Ford Coppola -- is there a celebrity who doesn't have a wine these days? For many, it's a high-end hobby. For others, it's a status symbol ... more
  • by Michael McLaughlin
    AOL, the beleaguered online service, is probably glad that the month of June is Besides aggravating many long-time customers by inserting ads into their emails, AOL execs found themselves in the spotlight for shooting themselves in the foot–again. In the now-famous "I want to cancel my account" episode, AOL subscriber, ... more
  • by Mack Collier
    Or....take Door #4. Didja know that if you drop Mentos in a Diet Coke that it will result in a chemical reaction that shoots the candy up to 20 feet in the air, resembling a geyser? Of course you So did Fritz Grobe and Stephen Voltz. The 2 guys created ... more
  • by Jim Kukral
    David Armano 'Is Creativity the New Innovation?' The answer is ...and all you have to do is look around the latest viral media projects that keep popping up to see that, in fact, creativity is innovating online Viral media entrepreneurism stems from projects like the Million Dollar Home , and ... more
  • by Karl Long
    I love this story and hope I'm not the last person in the world to blog about it, I would hate to become totally There's this TV pilot that was filmed last year titled, ironically enough "Nobody's Watching," and it's kind of a show within a show. It's about two ... more
  • by Jim Lenskold
    There is an ongoing argument that ROI threatens brand The concern expressed is that measuring return on investment for certain advertising and marketing initiatives does not take into account the long-term contribution to the brand. There was an article last month where this message was being expressed at a publishing ... more
  • by Doug Garnett, Dan Zifkin
    Traditional TV tends to deliver measurable advertising results only for true mass-market products—in part because you need about $15 million to begin even the smallest mainstream TV campaign. Cable TV, on the other hand, is a powerfully viable alternative, delivering much higher ROI on much lower budgets in a national campaign. ... more
  • by Ted Mininni
    Apparently, this is a brave new world, that is, we're boldly going where no man has gone before. more
  • by Andrea Learned
    Philanthropy lingers on my mind after a presentation I gave last week to alumni and development officers from New England So, I took note of new IEG research (as in PROMO magazine) indicating that spending on cause-related marketing is on a steep The * Cause-marketing spending will rise this year ... more
  • by Mike Wagner
    Business people are practical. They are reasonable people making reasonable decisions - and that's their problem. Begin with and you kill the brand. A pragmatic point of view can be your worst Following are five pragmatic questions often asked of any new idea. If you are building a new brand ... more
  • by Harvey Kraft
    If you want to learn how to develop new revenue generating customer relationships, check out the strategic Nike+ iPod alliance. Would a similar model work for you? more
  • by William Arruda
    I was reading in the Globe and about the International Air Transport Association (IATA) meeting in Paris this past The attendees were the leaders of many of the world's major airlines. One of the key topics was branding. Here's what Peter Knapp from Landor said to these "If an airline ... more

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